WORLDEXECUTIVESDIGEST.COM | Booking Great Talent to Endorse Your Brand: 4 Factors to Consider | Establishing a solid brand is challenging, but it is far from being an impossible feat with the right branding strategy. Digital marketing is arguably the most sought-after method, but the need for brand ambassadors and endorsers remains an effective means of making a brand known.
Still, choosing a celebrity is not something that should be taken lightly. In fact, you should make sure that you know the intricacies of booking great talent to bring your brand one step closer to local or global recognition.
To help you out, below is a list of four factors you must consider when accomplishing this task:
-
The Target Audience
In any kind of media, the target audience is one of the most significant factors that should be considered when crafting a message. It is also a major deciding factor when picking a way to deliver the message to yield the desired results. This means that, before choosing an endorser, you must first do some research on target market demographics.
Remember to choose someone who is not only an “organic fit” to the brand image but also a person who can appeal to the target audience. Otherwise, all your efforts would be moot.
For example, if you are after the generation who are most active on social media, you must pick an endorser who is always active on social media. You’d be surprised how much a celebrity who tweets or posts on Instagram consistently can affect your company sales.
You should also take into account the celebrity’s fan base. Regardless of their Hollywood resume, talents who appeal to the demographics you’re targeting are more likely to provide more value to your company than someone who is very recognizable but isn’t the type your audience likes.
-
The Message
Another major consideration you should think about before hiring any model or celebrity for your brand endorsement is the message you wish to relay. Experts explain that it is important that the message is simple, straightforward, and clear.
Don’t attempt to do too much just because you’re now working with a celebrity. You wouldn’t want your ad going viral for the wrong reasons.
Fortunately, there are ways to make sure that your content is not offensive or can spark controversy in any way. One way is to have it tested first with a preview audience to see how people will react. Or you can have it analyzed based on consumer psychology.
-
Image and Status of the Talent
Before deciding to associate your brand with a celebrity, you should know that there are risks that go with it. After all, actors and models are human beings who might make mistakes and behave in a way that may be different from what social norm dictates.
Because of this, it’s crucial to do plenty of research about the person you’re planning to hire. One effective way to do this is by seeking help from talent agencies who have collected information and managed talent for years.
-
The Type of Celebrity and Extent of Involvement
Before proceeding to agencies in your quest to seek a brand ambassador, you should first determine the kind of celebrity you want and how extensive their involvement will be. These days, there are two main types of celebrities you can hire: a household name or a social media influencer.
A celebrity who has been established as a household name is typically an actor, athlete, musician, or any other person famous for leading a specific trade. Social media influencers, on the other hand, are people who have established a solid presence online and affect their fans’ decisions through their videos, blogs, and posts.
If your brand requires high engagement, social analytics, creative content, and affordable costs, you might want to go with the latter. This is because influencers are likely to post more about your brand than celebrities who need to maintain a certain image. Social influencers also tend to be more engaged in the marketing strategy and may have a wider reach on social media.
Building a Brand With a Familiar Face
Building your company from the ground up requires an effective branding strategy.
If yours requires the participation of a familiar face, you must make sure that you partner up with talent based on what your brand needs.
—
AUTHOR BIO
Adam Jacobs is the Managing Director of Bubblegum Casting, the longest running agency specialising in babies, children and teen talent in Australia. Bubblegum Casting works with some of Australia’s biggest brands, media properties and agencies to secure talented children to work in Television, Film and Modelling roles
